SUPPLY CHAIN INNOVATION PRIME TIME FOR PADDOCK‑TO‑PLATE BUSIN Dorper Lamb cut and product demonstrations in Singapore have been highly effective in opening up new markets. Image: The Taste Lab Classic Fine Foods Singapore. When WA producers Dorper Lamb General Manager Dale their supply chains, navigate through Graeme and Nina Miles said MLA CoMarketing funding market disruptions caused by COVID-19. Howie launched has been important to engage with international markets, particularly inFor Dorper Lamb, the COVID-19 their red meat pandemic has interfered with in-country company Dorper Lamb in 2005, South-East Asia. export market development, but Dale their vision was to create a true A recent CoMarketing-supported firmly believes there will be growth in paddock-to-plate operation. activity was the roll-out of Dorper Lambthe sector after the pandemic. product demonstrations at restaurants Inspired by Graeme’s experience and hotels in the company’s key market,In the interim, Dorper Lamb redirected with Dorpers through his time as a Singapore. Trained butchers and chefsa portion of CoMarketing funding to livestock exporter, they wanted to takeshowed customers how to break downturn the business more towards online prime, sustainably produced WA lamb cuts and cook them in different ways,ordering and home delivery. to kitchens and dining rooms around such as herb-crusted Dorper lamb rack.“We’re still sending some shipments by the world. “It gave the Singaporean chefs an air freight to Singapore, but where we’re Fifteen years on, Dorper Lamb opportunity to see, touch and taste really experiencing tremendous growth continues to embody this vision, usingthe product, whichenabled them to is in the domestic home-delivery support from the MLA Collaborative start building their menus around ourmarket,” Dale said. Marketing (CoMarketing) Program to product,” Dale said. “We’ve done some product further build on its success – even inResponding to challenges development and packaging to shift the face of a global pandemic – and Many Australian red meat companies to that market, both in Australia and in pay producers a premium. continueto face challenges as they, andexport markets.” 40